Produced by events agency Massive in partnership with event organisers, brands, Charites and entry platforms, the report reveals strong intent to keep entering events in 2026, with 89% of participants saying they plan to maintain or increase the number of events they take part in during 2026, the highest level of positive sentiment recorded in the last four years.

The findings come from the 2026 Mass Participation Pulse Report, based on 9,459 responses from runners and other endurance participants across the UK and Ireland, making it the UK’s biggest annual survey of event participants.

Participation plans remain strong, with over a third of respondents (37%) expecting to do more events in 2026. Longer-distance events are also gaining ground, with growing participation in marathons and ultras as runners build up to tougher challenges over several years.

Parter at Massive John Tasker said, “Participation levels and intent remain incredibly strong, which is en couraging for the industry. Th at said we are seeing indicators that the exponential growth we’ve seen post pandemic is be ginning to slow , so when the plate au does come organisers will need to work harder to understand who their audiences are, what they value, and how to keep them coming back.”

The report also highlighted that perceptions of value for money are falling, with the share of participants who feel events offer good value dropping sharply from 45% to just 36%.

“With only around a third of respondents saying events offer good value for money, events will need to demonstrate the value of the experience they offer. Again it comes back to organisers understanding their audience and what they value . Those that do this well will continue to be successful in the coming years,” said Tasker.

Other Key Trends:

• Younger, more female participants: New participants are on average 10 years younger and 12% more likely to be female, reflecting a shift toward a younger, more diverse audience.
• Social and community-driven: 80% of 18–24-year-olds sign up with friends, and over half belong to a club or virtual community.
• Sustainability is complex: While many want greener events, (49%) participants remain hesitant about bringing bottles or switching to virtual medals (58%).
• Charity impact: Around 14% of respondents raised money for charity as part of their event participation, with the average amount raised edging up to around £1,453. Crucially, 69% of fundraisers chose the event or challenge before selecting a charity, underlining the role events play as a recruitment and inspiration channel for nonprofits.

Download the report here – https://massive.co.uk/news/the-mass-participation-pulse-2026/ 

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